ASIA PACIFIC. Diageo Global Travel is gearing up for Lunar New Year (22 January) with a spectacular digital campaign across various locations in Asia Pacific travel retail.
As reported, Diageo is running a high-profile Johnnie Walker Blue Label x Angel Chen Lunar New Year campaign at Incheon International Airport.
Chinese fashion designer Angel Chen designed the limited-edition Year of the Rabbit packaging for Johnnie Walker Blue Label. It features a dynamic, modern interpretation of 2023’s Zodiac animal, the rabbit.
Diageo has turned one of the tunnels at Incheon International Airport blue to showcase the Johnnie Walker Blue Label x Angel Chen expression.
It has also taken over a giant LED tower in the post security zone with a vibrant Lunar New Year animation and is running digital screen advertisements in the departure lounge.
The giant T1 LED screen is one of the biggest and most impactful advertising installations on the global airport scene and is deployed with spectacular impact in the visualisation of the ultra-premium blended whisky’s new expression.
Diageo Global Travel is also running a series of digital activations throughout key travel retail locations in Asia Pacific to celebrate Lunar New Year. The campaign features beautiful imagery, vivid visual advertising and immersive digital experiences. The featured locations are Haikou Meilan International Airport, Sanya International Duty Free Shopping Complex in Haitang Bay, Changi Airport and Taiwan Taoyuan International Airport.
The digital campaign targets travellers before, during and after their trips. Before their journeys, travellers are reached through advertisements on cab-hailing app DiDi and flight booking application Xiecheng.
They are also engaged by traditional media such as Condé Nast Traveller and via KOL-generated ‘unboxing’ content on social media.
At the airport, Diageo builds brand awareness through high-profile media placements.
The company has also teamed up with Hainan Airlines so consumers can scan a QR code from their boarding passes to pre-book products. At their destination, shoppers are reminded about their Lunar New Year shopping in Hainan via WeChat.
Diageo Global Travel Commercial Director for APAC, MENA and India Sandra Tassilly said: “We’re delighted to bring this spectacularly colourful and digitally driven campaign to APAC passengers, opening up the Johnnie Walker Blue Label world of luxury for passengers to explore and gift during this Lunar New Year.
“Our omnichannel approach allows us to greet and engage customers during the build up to Lunar New Year in an immersive, dynamic and disruptive way. Combining the physical boutique and gifting experience with a digital wrap around. We aim to be there at every step of the journey.”✈
